Known as Obi Mobiles previously, the company co-founded by John Sculley aims to address the market need between high-design smartphones at high prices and generic smartphones at low prices. John is the former head of Apple and Pepsi-Cola, which is why Obi Mobiles garnered a lot of attention when it launched.

Obi Worldphone SF1 and SJ1.5 – the current devices in the Obi portfolio – pack in premium industrial design complimented with the Obi Lifespeed, a custom user interface for Android that unifies the software and hardware experience. Obi has partnered with San Francisco-based design studio Ammunition, founded by the former director of industrial design for Apple, Robert Brunner.

In a press statement, Obi Worldphone CEO and co-founder, Neeraj Chauhan confirmed the company's plans to launch the Obi Worldphone SF1 in November. The 4G LTE smartphone features a unibody with metallic accents and floating glass display and is available in two variants - a 2GB RAM and 16GB inbuilt storage variant and a 3GB RAM and 32GB storage variant.

The Obi Worldphone SF1 was launched with a suggested retail price of $199 ($249 for the beefed up variant), and we expect it to be priced around ₹15,000 ($227) in India. The phone is likely to be sold exclusively on Gadgets 360, the technology portal that Sculley had recently invested in.